Preliminary communication
https://doi.org/10.30924/mjcmi.27.2.11
Industrial relationships: Branding and purchasing decisions in the pumps market
Armand Faganel
orcid.org/0000-0002-3618-4986
; University of Primorska, Faculty of Management, Trg Brolo 12, 6101 Koper, Slovenia
Bor Abramič
; University of Primorska, Faculty of Management, Koper, Slovenia
Danijel Bratina
; Mahle Electric Drives Slovenija d.o.o.,
Abstract
The paper discusses customers’ purchasing behavior in the industrial pumps market. Considering the increase in the global competition among suppliers, they must design and employ customer-oriented strategies to compete successfully in the market. The empirical analysis is based on the survey data from a sample of 133 industrial pump buyers. The importance of each of the supply factors that are important for a successful sales process is analyzed. The results show that the brand of industrial pumps has a statistically greater influence on smaller customers than on larger customers. The study contributes to the existing literature on purchase decision-making and industrial branding. A broader potential application of the results is discussed, and possible research directions in this area are presented at the end, given the limitations of this study.
Keywords
customer behavior; industrial pumps; industrial branding; B2B markets; purchasing decisions; perceptions
Hrčak ID:
288197
URI
Publication date:
30.12.2022.
Visits: 1.018 *